外卖平台的优惠对消费者购买意愿的影响

摘要随着互联网技术的不断发展和智能电子设备的大规模普及，网络消费带来的快捷与便利很大程度改变了人们的消费模式，与之而来的城市化生活节拍的加速，构成了外卖平台的诞生和快速发展。外卖市场份额的不断扩大，外卖平台之间的竞争不断加剧，导致揽客手段层出不穷。其中优惠促销是影响消费者购买的重要因素。首次，本篇论文通过研究外卖平台的促销手段，将其归纳为优惠券，满减，折扣三类促销策略，引入技术接受模型(TAM模型)，建立外卖平台促销手段对消费者购买意愿影响模型，其旨在从外卖平台的营销角度出发，来探索外卖平台促销手段对消费者购买意愿的影响，以及感知有用性和感知易用性在其中发挥的中介作用。其次，基于外卖平台促销手段对消费者购买意愿影响模型，提出相关假设与问卷设计。结合文献的梳理与回顾，对其中变量进行相对于的定义与测量，发放问卷，最后通过相关技术数据分析，验证假设得到以下结果：1.促销方式显著影响消费者购买意愿2.感知有用性感知易用性显著影响消费者购买意愿3.外卖平台的促销手段显著影响感知有用性感知易用性，同时其满减优惠是更为有用的手段4.感知易用性影响感知有用性。最后，根据实证所得的研究结论，为外卖平台采取合理优惠力度的最大值来提高消费者购买意愿提出意见，从而进一步增加顾客忠诚度与粘度。关键词：外卖平台，促销手段，购买意愿，消费者行为ABSTRACTWith the rapid development of Internet technology and the large-scalepopularization of intelligent electronic devices,the speed and convenience brought byonline consumption have greatly changed people's consumption patterns,and theacceleration of urbanized life constitutes the birth and rapid development of takeout.The market share of takeaways continues to expand,and the competition betweentakeaway platforms continues to intensify,resulting in endless means of attractingcustomers.Among them,preferential promotion is an important factor affectingconsumers'purchases.For the first time,this paper studies the preferential mechanism of the takeawayplatform,summarizes it into three types of promotion strategies:coupons,fulldiscount and discount,introduces the technical acceptance model (TAM model),andestablishes the impact of the preferential mechanism of the takeaway platform onconsumers'willingness to buy.The model aims to explore the impact of the preferential mechanism of thetakeaway platform on consumers'willingness to buy from the marketing perspectiveof the takeaway platform,as well as the intermediary role of perception of ease of useand perceived usefulness.Secondly,based on the model of the impact of the preferential mechanism of thetakeaway platform on consumers'willingness to buy,relevant assumptions andquestionnaire design are put forward.Combined with the combing and review of the literature,the relative definitionand measurement of the variables is carried out,and a questionnaire is issued.Finally,through the relevant technical data analysis,the hypothesis is verified to obtain thefollowing results:1.The promotion method significantly affects consumers'willingness to buy 2.Perceptual usefulness Perception of ease of use significantlyaffects consumers'willingness to buy 3.The preferential mechanism of takeawayflatness significantly affects the perceived usefulness and ease of use,and its fulldiscount is a more useful means.4.Perceptual ease of use affects perceivedusefulness.Finally,according to the empirical research conclusions,opinions are putforward for the takeaway platform to adopt the maximum value of reasonablepreferential measures to improve consumers'willingness to buy,so as to furtherincrease customer loyalty and viscosity.Keywords:takeaway flat,preferential mechanism,purchase intention,consumer behavior